Number / AS91248 / Version / 1 / Page1 of 3

Achievement Standard

Subject Reference / Media Studies 2.1
Title / Demonstrate understanding of the relationship between a media product and its audience
Level / 2 / Credits / 3 / Assessment / External
Subfield / Social Science Studies
Domain / Media Studies
Status / Registered / Status date / 17 November 2011
Planned review date / 31 December 2014 / Date version published / 17 November 2011

This achievement standard involves demonstrating understanding of the relationship between a media product and its audience.

Achievement Criteria

Achievement / Achievement with Merit / Achievement with Excellence
  • Demonstrate understanding of the relationship between a media product and its audience.
/
  • Demonstrate in-depth understanding of the relationship between a media product and its audience.
/
  • Demonstrate criticalunderstanding of the relationship between a media product and its audience.

Explanatory Notes

1This achievement standard is derived from the Level 7 achievement objectives in the Social Sciences Learning Area of TheNew Zealand Curriculum, Learning Media, Ministry of Education, 2007; and is related to the three strands in the Teaching and Learning Guide for Media Studies, Ministry of Education, 2010 at

2Demonstrate understanding involves describing the relationship between a media product and its audience, using supporting evidence, and referring to at least one of the following aspects:

  • identification and/or measurement of a media audience
  • targeting of a media audience
  • other elements of the relationship typically include but are not limited to:

economic (profit consideration, margins, publicity and production costs, role of advertising, distribution)

historical considerations

social/political climate (censorship, ratings, moral concerns)

artistic vision/aesthetics

cultural considerations

legislative requirements.

Demonstrate in-depth understanding involves explaininghow and/or why the relationship between a media product and its audience operates, referring to at least one of the following aspects:

  • how and why techniques are used to identify and/or measure a media audience
  • how and why techniques are used to target a media audience
  • how and why other elements of the relationship operate.

Demonstrate critical understanding involves examining consequences of the relationship between a media product and its audience referring to at least one of the following aspects:

  • implications and/or effectiveness of the techniques used to identify and/or measure a media audience
  • implications and/or effectiveness of the techniques used to target a media audience
  • implications and/or effectiveness of other elements in the relationship.

3The relationship between a media product and its audience typically involves the connections between such aspects as:

  • design
  • production
  • distribution
  • marketing and consumption of the product
  • identification, profiling, and targeting of the audience.

4Media audience means the group that a media product is primarily intended to reach or appeal to. An audience can be defined in a number of ways, eg gender, age, socio-economic status, ethnicity, interests, and tastes.

5Media product means a media item such as a magazine, newspaper, television programme, radio programme, film, advertisement, feature article, web page, music video, vodcast, podcast.

6Assessment Specifications for this achievement standard can be accessed through the Media StudiesResources page found at

Replacement Information

This achievement standard replaced AS90276.

Quality Assurance

1Providers and Industry Training Organisations must have been granted consent to assess by NZQA before they can register credits from assessment against achievement standards.

2Organisations with consent to assess and Industry Training Organisations assessing against achievement standards must engage with the moderation system that applies to those achievement standards.

Consent and Moderation Requirements (CMR) reference / 0233